Cookie Jar's Busytown brand renews safety partnership

Cookie Jar Entertainment has again joined forces with US motoring and leisure travel organisation, AAA, to use its Richard Scarry's Busytown brand to educate parents and children on the importance of vehicle safety.

The partnership includes digital campaigns, plus special inserts in the new Richard Scarry's Busytown toys which launched this month at Toys R Us.

AAA will also include specially created print and digital ads featuring Lowly Worm, Sally Cat and Huckle Cat along with AAA safety tips in its 2011 Halloween Safety public service campaign, 2012 AAA TourBook travel guides, online TripTik Travel Planner, social media sites and its website.

"Cookie Jar is thrilled to continue the strategic partnership between AAA and the iconic vehicles and animal characters from the Busytown of Richard Scarry to promote child passenger safety," said Michael Berreth, head of marketing at the firm.